{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/129241"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/129241","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"The impact of ad appeals and source types on ad trust","abstract":"Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-10-19 without embargo terms","abstract_html":"Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-10-19 without embargo terms","abstract_has_math":false,"creators":["Lin, Chao-Yang"],"institution":"University of Illinois Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Maslowska, Ewa Halina"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2025,"date_issued":"2025-05-09","date_published":"2025-05-09","updated_at":"2026-07-22T22:25:04Z","subjects":["Celebrity","Layperson","Endorsers","Advertising Appeal","Narrative","Argumentative","Ad Trust"],"languages":["en","eng"],"rights":["Copyright 2025 Chao-Yang Lin"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/2142/129241","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Maslowska, Ewa Halina"]},{"key":"dc:creator","label":"Author","values":["Lin, Chao-Yang"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2025-05-09","2025-05"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Celebrity","Layperson","Endorsers","Advertising Appeal","Narrative","Argumentative","Ad Trust"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en","eng"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2025 Chao-Yang Lin"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://hdl.handle.net/2142/129241"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-10-19 without embargo terms","The student, Chao-Yang Lin, accepted the attached license on 2025-04-23 at 16:53.","The student, Chao-Yang Lin, submitted this Thesis for approval on 2025-04-24 at 13:44.","This Thesis was approved for publication on 2025-05-09 at 13:53.","DSpace SAF Submission Ingestion Package generated from Vireo submission #21928 on 2025-10-19 at 18:10:51","This study aimed to understand how advertising appeals and message source types impact consumers' trust in advertisements. The two most common types of advertising appeals were investigated: narrative and argumentative. Narratives included a story in the advertisement. Argumentatives were more straightforward and conveyed the information rationally. For message source types, celebrity endorsers - a popular tactic in the current market - and laypersons who are increasingly used as endorsers were included. This study aimed to provide a better understanding of the best combination of advertising appeals and source types in cosmetic advertisements to win consumers' trust. A total of 73 responses were received from the snowball sample and the SONA system. The results were not statistically significant, but they suggested that celebrities endorsing argumentative ads may lead to a higher level of trust. Also, consumers held higher trust in celebrity endorsers compared to layperson endorsers. Theoretical and practical implications are discussed."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["The impact of ad appeals and source types on ad trust"]}]}],"canonical_facts":{"dc:contributor":["Maslowska, Ewa Halina"],"dc:creator":["Lin, Chao-Yang"],"dc:date":["2025-05-09","2025-05"],"dc:description":["Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-10-19 without embargo terms","The student, Chao-Yang Lin, accepted the attached license on 2025-04-23 at 16:53.","The student, Chao-Yang Lin, submitted this Thesis for approval on 2025-04-24 at 13:44.","This Thesis was approved for publication on 2025-05-09 at 13:53.","DSpace SAF Submission Ingestion Package generated from Vireo submission #21928 on 2025-10-19 at 18:10:51","This study aimed to understand how advertising appeals and message source types impact consumers' trust in advertisements. The two most common types of advertising appeals were investigated: narrative and argumentative. Narratives included a story in the advertisement. Argumentatives were more straightforward and conveyed the information rationally. For message source types, celebrity endorsers - a popular tactic in the current market - and laypersons who are increasingly used as endorsers were included. This study aimed to provide a better understanding of the best combination of advertising appeals and source types in cosmetic advertisements to win consumers' trust. A total of 73 responses were received from the snowball sample and the SONA system. The results were not statistically significant, but they suggested that celebrities endorsing argumentative ads may lead to a higher level of trust. Also, consumers held higher trust in celebrity endorsers compared to layperson endorsers. Theoretical and practical implications are discussed."],"dc:format":["application/pdf"],"dc:identifier":["https://hdl.handle.net/2142/129241"],"dc:language":["en","eng"],"dc:rights":["Copyright 2025 Chao-Yang Lin"],"dc:subject":["Celebrity","Layperson","Endorsers","Advertising Appeal","Narrative","Argumentative","Ad Trust"],"dc:title":["The impact of ad appeals and source types on ad trust"],"dc:type":["text"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois Urbana-Champaign"]},"updated_at":"2026-07-22T22:25:04Z"}